HOLLYWOODIZATION

OF
FILIPINO MOVIES
 WHAT IS
HOLLYWOODIZATION?
 Catherine Rosales Garcia-Molina
is a Filipino film and television
director best known for directing
romantic comedy films produced
and distributed by Star Cinema.
She has also directed a few TV
series, which aired on ABS-CBN.
Some of her films were considered
top-grossers in the Philippines.
Cathy Garcia- Molina
Filipino Movies
What is hollywoodization?

Adapt (a story or series of events) so as to

conform to the supposed norms of a typical
Hollywood film
What is the typical Hollywood movie?

A Hollywood Formula story the interactions of three characters

through the Three Act Structure.

Protagonist Antagonist The Relationship

Character
Typical Flow of Hollywood movie

FIRST ACT
• Introduces the characters and their goals.
• At 10%- 15%, the protagonist faces fateful decision,
a choice, and how they answer determines whether
or not there is a story.
Typical Flow of Hollywood movie

SECOND ACT
• Begins after 25% of the story has been told.
• Starts piling on the problems.
• At about 50%, the story has been raising questions
and it begins to answer them.
Typical Flow of Hollywood movie

THIRD ACT
• Begins after 75% of the story has been told.
• The beginning of the 3rd act is the low point- the
furthest the protagonist can possibly get from their
goal.
Typical Flow of Hollywood movie

CLIMAX
• The protagonist confronts the antagonist, reconciles
with the relationship character, and claims success or
failure in his goal.
• Then we have Denouement; loose ends are wrapped
up and the story reaches its conclusion.
 INFLUENCE OF
HOLLYWOODIZATION
 • Senior Consultant at
Space Tec Partners.
• She is also has “The Asian
Cinema Blog” where she
rights her reviews on
Asian films
• Digital/Online Marketing
• Social Media Marketing
Agne Serpytyte
Hollywoodization of movies has been widely
spread and has set the standards for movies
around the world, especially in Asia
 Part of the influence of Hollywood on the
India Film Industry Indian film industry is the name Bollywood.
 Chinese Films

Youth Dying to survive

(2017) (2018)
 HISTORY OF
FILIPINO FILMS
 José Nepomuceno
(15 May 1893 - 1 December 1959)
was a Filipino movie producer and
director acknowledged as the
"Father of Philippine Movies.
"He became an accredited
correspondent for Pathe News
and Paramount News of
Hollywood.
José Nepomuceno
1. The 1930s to 1940s ( Early Philippine Films)

• 1897-Two Swiss entrepreneurs introduced

film shows in Manila
• 1912 - When two American entrepreneurs
made a film about Jose Rizal’s execution
• 1919 - Filipinos started making movies
1. The 1930s to 1940s ( Early Philippine Films)

1917- Jose Nepomuceno opened the first

Filipino production company called Malayan
Movies.
1919- Nepomuceno made the first Filipino film "Dalagang Bukid".
1. The 1930s to 1940s ( Early Philippine Films)

• 1930- a few film artists and producers dared to

stray from the guidelines and commented on
sociopolitical issues, using contemporary or
historical matter.
• Julian Manansala’s film Patria
Amore (Beloved Country) was
almost suppressed because of its
anti-Spanish sentiments. This
earned him the honor of being
dubbed the “Father of the
Nationalistic Film”.
2. Wartime Films and the Effect on Philippine Films

• The Japanese Occupation introduced a new player to the film

industry – the Japanese; and a new role for film – propaganda .
The Japanese brought their own films to show to Filipino
audiences.”
• In 1945 -the film industry was already staggering to its feet.
-local filmmakers were hired to make propaganda pictures for
the Japanese.
3.The 1950s to 1970s (The Golden Age of Philippine Films)

• a time of “rebuilding and growth".

• Considered one “Golden Age” for the Filipino film
not because film content had improved but
because cinematic techniques achieved an artistic
breakthrough in that decade.
 Year 2000- Present

Since year 2000, few film festivals in the Philippines

boasts a number of new festivals, helping support
filmmakers and increasing the number of locally
made films.
ROOTS OF HOLLYWOOD
DOMINANCE
 Nick Deocampo is a multi-awarded
filmmaker, film historian, film literacy
advocate, and currently an Associate
Professor at the U.P. Film Institute
College of Mass Communication at U.P.
Diliman. He was named one of the Ten
Outstanding Young Men of the
Philippines in 1992. His contributions
were honored with a Lifetime
Achievement Award from the Filipino
Academy of Movie Arts and Sciences
Nick Deocampo Awards (FAMAS), and a Lamberto
Avellana Award from the Film Academy
of the Philippines.
HOLLYWOOD
- GLOBAL FILM
POWER.
- GLOBAL FILM
SUPREMACY.
 BLOCK BOOKING

AGGRESSSIVE MARKETING

THEATER BUILDING AND MANAGMENT

CONTROL OVER FILM DISTRIBUTION

EXPLOITATION OF STAR

USE OF THE ENGLISH LANGUAGE

• While American producers held its overseas markets before WWI in low
regard, the post-war situation saw foreign markets provide Hollywood
producers with immerse profits.
• Foreign markets confidence was boosted as Hollywood producers
received state support through mediation of both U.S and Commerce
Department.
• U. S dominance over Philippine cinema came not only through the quality
of films shown on local screens, but also from unequal law favouring U.S
economic interest in the colony.
• The popularity of Hollywood films are not only shaped local cinema but
also the evolving native society that was on its way to modernization and
nationhood.
HOLLYWOOD CONTROLS
WORLD FILM MARKET
• General methods of Hollywood to gain the upper and in controlling the local
film market and seeing them applied to the growth of the early Tagalog Film
industry.
 BLOCK
BOOKING
• Major business strategy that become
a hallmark practice in the U.S film
industry.
• Under this practice, ”an exhibitor
agreed to take all the products from
a particular producer or a group.”
• Block booking becomes a governing
system in film trade relations.
 BLIND BOOKING
• . The practice of an exhibitor to take existing film without the
benefit of a preview screening. In short, a theatre operator
booked a film without having any knowledge of the film´s
contract.

• Many films were made using these two methods, putting so

much faith in American film to attract audience worldwide while
tethering foreign movie houses into buying films they never saw.
 In the Philippines, block booking was put
into practice by theatres. Started showing
exclusive contact by the American studio.
• STATE THEATER
• AVENUE THEATER
• LYRIC THEATER
STATE THEATRE
AVENUE THEATRE
LYRIC THEATER
• Movie house owned by other business entrepreneur
likewise practice the same act by exhibiting solely
American film.
• Hollywood´s block booking practice become effective
that the emerging Tagalog film industry adopted the
practice as business model, with limited theatre
becoming exclusive venues for locally made film.
DALISAY THEATRE LIFE THEATRE
 THEATRE BUILDING AND MANAGEMENT
• Many of theatre that were initially built in Manila were constructed with
capital coming from American businessmen engaged in film business.

• ALBERT YEARSLEY- “The first known American film exhibitor and producer.“

• MAJESTIC THEATRE- Largest playhouse in the Orient.

 1930-1950
• U.S distributors fielded their fellow Americans to control
the management of the local film market.
• The shortage of native-owned movie houses was
addressed by agressive infusion of Hollywood´s financial
capital.
• American films become more accessible and appeling
than the European ones, and even those made by native
filmmankers.
 FILM DISTRIBUTION INTERNATIONALIZED U.S FILMS

• Film distribution in film business, speeds profit. It is through film

sale or rental films turn into money.
• Exhibitors and theater owners only profit after screening the film
that were acquired from distributors.
• Distributors continue to make profits long after their films are
shown.
• NON-COMMERCIAL
MARKET
• EDUCATIONAL VENUES
• TELEVISION
• VIDEO STORES
• It cannot overemphasized how important the business
film distribution was to the growth of U.S.
• Globally, distribution business boosted American film
sale as distributors, earlier called FILM EXCHANGE.
• In Manila,American tookover of local film businesses
happened in sure step.
 Ownership and management of movie theater.
 Establishment of distribution offices that controlled the
influx of U.S.
• As U.S films become distributed worldwide, they had to adjust to
varied economic situations in countries where they were sold.
• The practice of relative pricing favored U.S films and made it
possible for them to dominate local film busineses.
• In the Philippines, admission fees for the film viewing have been
known to be among the lowest in the world. Philippine peso was
pegged at the same value as the U.S dollar.
• Ticket prices: 10-50 centavos
• Cheap ticket prices continued to prevail in local movie houses.
• Cheap entrance fees made film entertainment affordable to
Filipino viewers.
 BENEFITS OF U.S FILMS BECOME
DISTRIBUTED INTERNATIONALLY
 Huge profit
 Hollywood studios could well afford high salaries for their
actors.
 Afford publicity costs to promote films and their stars.
 Invest in the construction of movie places.
 Foreign earnings created a cycle of expenses and
recoupment that made the foreign film market a source of
capital and profit for sustaining Hollywood´s capitalist.
Filipino Movies Inspired
by
HOLLYWOODIZATION
 Antoinette Jadaone is a Filipina
filmmaker. She is best known for
directing That Thing Called
Tadhana, Relaks, It's Just Pag-ibig,
You're My Boss, All You Need is
Pag-ibig, and The Achy Breaky
Hearts.
(21 April 1984 (age 34)
Manila, Philippines)
Antoinette Jadaone
Filipino Movies
 Unofficially Yours Vs. Friends with Benefits
Unofficially Yours (stylized as
ÜnOfficially Yours) is a 2012
Filipino romantic film directed by
Cathy Garcia-Molina, starring
John Lloyd Cruz and Angel Locsin
with Edgar Mortiz, Tetchie
Agbayani and Edgar Allan Guzman
as Kelvin.
It was produced and released by
Star Cinema.
Two friends (John Lloyd Cruz,
Angel Locsin) share a casual sexual
relationship until one falls in love
with the other.
Friends with Benefits is a 2011 American
romantic comedy film directed by Will
Gluck, and starring Justin Timberlake and
Mila Kunis in the lead roles. The film
features Patricia Clarkson, Jenna Elfman,
Bryan Greenberg, Nolan Gould, Richard
Jenkins, and Woody Harrelson in
supporting roles. The plot revolves around
Dylan Harper (Timberlake) and Jamie Rellis
(Kunis), who meet in New York City, and
naively believe adding sex to their
friendship will not lead to complications.
Over time, they begin to develop deep
mutual feelings for each other, only to deny
it each time they are together.
That Thing Called Tadhana Vs. Before Sunrise

That Thing Called Tadhana (International

title: That Thing Called Meant-To-Be) is a
2014 Filipino romantic comedy film
directed by Antoinette Jadaone .
It follows Mace (Angelica Panganiban)
and Anthony (JM de Guzman), who meet
at an airport in Rome and upon arriving
in the Philippines, decide to go places
together. While Mace tries to forget and
move on from a failed relationship,
Anthony recalls his own
disappointments, failures and struggles.
In the process of trying to mend their
broken hearts, they develop a kinship
that progressively deepens as they get to
know each other better.
Before Sunrise is a 1995 American
romantic drama film directed by Richard
Linklater and written by Linklater and
Kim Krizan.
The film follows Jesse (Ethan Hawke), a
young American man, and Céline (Julie
Delpy), a young French woman, who
meet on a train and disembark in Vienna,
where they spend the night walking
around the city and getting to know each
other.
 You're my Boss Vs. The Proposal
You're My Boss is a 2015 Filipino
romantic comedy film written and
directed by Antoinette Jadaone starring
Toni Gonzaga and Coco Martin. It was
released on April 4, 2015, by Star
Cinema.
A woman looking for acceptance, love
and appreciation finds what she is
looking for from her personal assistant.
The Proposal is a 2009 American
romantic comedy film directed by Anne
Fletcher and written by Peter Chiarelli.
The film stars Sandra Bullock and Ryan
Reynolds with Betty White, Mary
Steenburgen and Craig T. Nelson.
The plot centers on a Canadian executive
who learns that she may face deportation
from the U.S. because of her expired visa.
Determined to retain her position as
editor in chief of a publishing house, she
convinces her assistant to temporarily act
as her fiancé.
 The Breakup Playlist Vs. Begin Again
The Breakup Playlist is a 2015 Filipino
musical romantic drama film starring
Piolo Pascual and Sarah Geronimo. It is
written by Antonette Jadaone and
directed by Dan Villegas. It was released
on July 1, 2015 by Star Cinema and Viva
Films.
A story about an aspiring professional
singer and a rock singer who collaborates
in a song. As they work on their song,
they start to develop feelings for each
other.
Begin Again is a 2013 American musical
comedy-drama film written and directed by
John Carney and starring Keira Knightley and
Mark Ruffalo.
Dan Mulligan (Mark Ruffalo) is a formerly
successful record label executive living in New
York City who is estranged from his wife Miriam
(Catherine Keener) and struggling to keep up
with the changing music industry. After being
fired from his job, he goes on a drinking binge
which leads him to a bar in the Lower East Side
where he encounters Gretta James (Keira
Knightley). Gretta is a young and fiercely
independent songwriter who has just broken up
with her long-time boyfriend and songwriting
partner Dave Kohl (Adam Levine), a newly
successful musician who had an affair with one
of his producers' assistants. Captivated by
Gretta's music, Dan offers to sign her to his
former record label, and although she initially
refuses she reconsiders the offer and agrees.
 Agent X44 Vs. James Bond 007
Agent X44 is a 2007 action spy comedy
film starring Vhong Navarro as Agent X44
with Mariel Rodriguez in her film debut.
The movie was directed by Joyce Bernal
under Star Cinema.
A secret agency with Reserve Agent King
Aguila (Vhong Navarro) is tasked to
recover the Philippines' most important
artifact. The artifact is the bolo of Lapu-
Lapu which he used to kill Magellan in
1521.
James Bond is a fictional character created by
novelist Ian Fleming in 1953. Bond is a British
secret agent working for MI6 who also answers
to his codename, 007. He has been portrayed
on film by actors Sean Connery, David Niven,
George Lazenby, Roger Moore, Timothy Dalton,
Pierce Brosnan and Daniel Craig, in twenty-six
productions.
The Bond character is a Secret Service agent,
code number 007, residing in London but active
internationally.
Impacts in the Social
Dimension
 Maria Rachel J. Arenas is the
incumbent Chairperson of the
Movie and Television Review and
Classification Board (MTRCB). She
was a director for special projects
for the Father Pio Lend a Hand
Foundation in Makati City as well
as a television producer for public
affairs at ACE TV Concepts. She
also served as a contributing
Maria Rachel J. Arenas
writer at Money Asia and as a
consultant, in PAGCOR.
• In a forum on Hollywood’s influence on Filipino films, a film
expert said, “since local viewers get to see mostly American
productions, they are bearers of the USA’s cultural imprint
• The preference for fair-skinned, aquiline-nosed stars, clear-cut conflicts
between true-blue heroes and dastardly villains, forthright storytelling,
‘moral lessons,’ ‘message’ films, and filmmaking conventions that still
characterize some of our movies today,” the film expert added.
• There is a growing Hollywoodization of Asian films – marked by sexual
depictions, scantily clad women, and violence-oriented scripts within the
framework of a pleasure-seeking culture.
• Western cultural influences around the world have raised
concerns among social critics and policymakers in many
countries. Biggins (2004) says that globalization, which has
been strongly advocated through international media, has
brought in a “landslide transformation of existing local
culture and identity into a new form of culture with no
frontier.”
• Cultural imperialism or cultural dependency occurs with the
Western countries’ influence on the language, values and
attitudes (including religion), ways of organizing public life,
styles of politics, forms of education, and professional
training, clothing styles, and many other cultural habits.
• The ideological and material success of a country makes its
culture and ideology attractive internationally, especially if
the country also happens to be a large one and is dominant
militarily and technologically also.

• by nature “cultural imperialism” works through “appeal” of

a culture since the culturally imperialist country is not
forcing anyone to adopt its culture
• by nature “cultural imperialism” works through “appeal” of
a culture since the culturally imperialist country is not
forcing anyone to adopt its culture
• Asian filmmakers have been compelled to adopt
Hollywood’s “lowest common denominator” production
formula – predicated on the themes of sex, violence, alcohol
and drug use – to regain commercial success for their films,
THANK YOU!